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Of the women exposed to sexist advertising, there was a substantial difference. The women in this group expressed having a body larger than it was in reality and expressed feeling a greater disparity between their own body and the "ideal body." Following exposure to this kind of media, there was an immediate negative effect on their mood.
Gender in advertising refers to the images and concepts in advertising that depict and reinforce stereotypical gender roles.Advertisements containing subliminal or direct messages about physical attractiveness and beauty have been of particular interest regarding their impact on men, women, and youth.
Advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. As a result of these criticisms, the advertising industry has seen low approval rates in surveys and negative cultural portrayals. [3]
Sexual objectification, in particular, has received extensive attention in literature, with studies indicating its commonality and negative effects on well-being. This type of representation often portrays women as mere objects of desire, contributing to the perpetuation of sexism and the acceptance of rape myths (Rudman and Mescher 2012). [119]
Burger King, for example, said about a similar lawsuit that “reasonable consumers viewing food advertising know” that food in ads “has been styled to make it look as appetizing as possible.”
Gender Advertisements is a 1979 book by Erving Goffman. [1] [2] [3] [4]Goffman's work has led to a number of further studies. [5] [6] [7]In Gender Advertisements, Goffman analyzes how gender is represented in the advertising to which all individuals are commonly exposed.
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The United States federal government regulates advertising through the Federal Trade Commission [49] (FTC) with truth-in-advertising laws [50] and enables private litigation through a number of laws, most significantly the Lanham Act (trademark and unfair competition). Specifically, under Section 43(a), false advertising is an actionable civil ...